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Marketing in the Moment - Presented by Rob Garner at SES, SIS, SMX, SXSW, NYU, Pubcon, DFWSEM
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Marketing in the Moment - Presented by Rob Garner at SES, SIS, SMX, SXSW, NYU, Pubcon, DFWSEM

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Presentation delivered by digital strategist Rob Garner, covering the elements of digital publishing, brands as publishers, and marketing in a new live environment. Presented at a number of......

Presentation delivered by digital strategist Rob Garner, covering the elements of digital publishing, brands as publishers, and marketing in a new live environment. Presented at a number of different conferences and venues in 2010-20111, including SMX Toronto, Search Insider Summit Captiva 2010, Search Engine Strategies, WebmasterWorld Pubcon (Dallas and Las Vegas), South by Southwest 2011, and multiple guest lectures at New York University.

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  • As a search marketer, ask “how am I relevant,” and “at what level of recency am I relevant”
  • Though the writing has been on the wall for a long time, recent developments in search, social, and online marketing strategy now make it imperative for marketers to shift from a passive to an active approach.
  • 2-5 year turnaround for a site relaunch, politics that put obstacles in the way of using the web to its full potential, campaign based attitudes toward social media, SEO strategies that only tap into a fraction of 1% of the available keyword space, little or no analytics, etc.
  • Your audience has the power to write or communicate they want, when it happens. Brands don’t.
  • A word about Manuel Castells. A word about connectedness.
  • A word about Manuel Castells. A word about connectedness.
  • I’m not referring to someone just searching for recent news about Michael Jackson, or Tiger Woods, but about people searching for *something* at this moment.
  • A word about Manuel Castells. A word about connectedness.
  • Let’s not exclude our friends in traditional media from the mix, like PR, TV, print, etc. Active, fluid, and in-the-moment strategy is the only way to succeed with this type of reciprocating relationship.
  • Whether it is one of the above, or all of the elements, brands must decide which is best suited for their audience, and begin to build and publish on a massive scale.
  • Enable your most authentic voices, both internally and externally. Facilitate the conversation. Relinquish the outdated perception that your company fully controls its brand, because it no longer does. Acceptance of this fact is a start. The people that represent and speak for the organization are also the same people you want to reach as an audience
  • Brands must get over the idea that they control the brand. They don’t. This is a passive approach. Get it over it, and get started with an active and in-the-moment connected approach that will sustain your brand.
  • Google is the exemplary example of a brand that lives by this tenet.

Transcript

  • 1. REAL-TIME SEARCH
  • 2. What’s the big deal about real-time?
    • To be successful, real-time needs these two unique elements
      • 1) It must have a crawler-based algorithm
      • 2) It must have a human-driven social layer
  • 3. What’s the big deal about real-time?
    • To be successful, real-time needs these two unique elements
      • 1) It must have a crawler-based algorithm
      • 2) It must have a human-driven social layer
    • Just like image search, local search, news search, etc., real-time search is an important segment of web search
  • 4. What’s the big deal about real-time?
    • To be successful, real-time needs these two unique elements
      • 1) It must have a crawler-based algorithm
      • 2) It must have a human-driven social layer
    • Just like image search, local search, news search, etc., real-time search is an important segment of web search
    • Trust and authority are paramount to its success
  • 5. There is more to real-time than just Tweets
    • Consider the following elements of “in-the-moment” content:
      • Forums
      • Blog posts
      • Comments on blogs
      • Webpages
      • Feeds
      • Microformatted data
    Real-Time Search Is Much Bigger Than Just Twitter , Search Insider http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=113613
  • 6. The new ‘R’ word in search: Recency Recency in Real-Time Search: It's Much Broader Than Just 'Right Now' , Search Insider http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=114558
  • 7.
    • Examples of Search Recency
  • 8. Ex. Search for current information, last 30 days – “hotel coupon” Search for “hotel coupon”: Each result yielded a current and valid coupon
  • 9. Ex. Search over the last few days “ SXSW” “ SESSF”
  • 10. Social relevancy:
    • It’s just common-sense SEO
  • 11. Social Relevancy: How engines are looking at Twitter
    • Consider the parallel aspects of websites, and Twitter accounts
    • Domain authority : username authority
    • Duplicate content : retweeted content
    • Blogging freshness : content freshness : microblogging freshness
    • Links : number of followers
    • Quality of links : Quality of followers
    • Inbound links vs. outbound links : ratio of followers in contrast to the number of people followed
    • Linking to bad : good neighborhoods
    • Themes of Twitter users
    What An Algorithmic Approach To Twitter's Social-Search Layer Might Look Like, Search Insider http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=109358 A Big Week For Real-Time And Social Search, Search Insider http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=116320
  • 12. Should SEO’s be concerned about ranking in this little box?
  • 13. Engagement
    • Engage one bird and you might attract the whole flock
      • Engaging users in search via content translates to spreading of content
      • Engaging users in networks allows content to spread like wildfire, which picks up positive search effects along the way
    Copyright iCrossing - Proprietary and Confidential
  • 14. MARKETING IN THE NOW
  • 15. Consider this: Much of what we do “right now” shapes who and what we are for the long-term
  • 16. The web is evolving into a real-time, networked, and synaptic environment
  • 17. One that is acting more like a digital organism , rather than a set of connected nodes
  • 18. Yet many marketers and brands are still resigned to a passive , rather than active and agile approach to marketing
  • 19. While they may be connected, they are not fully alive and present
  • 20. The current state of this evolution is not so much about “social networks”… … as it is about hitting a tipping point with a society that is networked
  • 21. … exclusion from the network is tantamount to digital non-existence
  • 22.
    • “ People” aren't just “searching”…
    • … real people with complex intentions and problems are searching and finding something right now
  • 23. … through active and passive publishing, there is a profoundly meaningful opportunity to connect
  • 24.
    • Published content is disseminated instantaneously
    • The fundamental principles of search and network marketing apply
  • 25. Networks/Social Externally & socially owned network presence Search Proprietary web site(s) or apps Traditional (Earned & paid media)
  • 26. MARKETING IN THE NOW AND CONNECTEDNESS
    • A few simple truths about the new nature of
  • 27. Brands and marketers must now be publishers “ Publishing” is words, thoughts, status, images, feeds, video, applications, conversation, and more
  • 28. A brand’s identity must embody the spirit of its audience
  • 29. As a brand, you are what is published about you That means both, “what you say about yourself,” and “what other people say about you.”
  • 30. It is a marketer’s obligation to listen and act on the data that is provided and available
  • 31. Your organization and audience are your primary networks
  • 32. This is more than just search, social, or internet strategy. Being present and “in the moment” is about marketing strategy
  • 33. THANK YOU Rob Garner Sr. Strategy Director iCrossing.com [email_address] @robgarner 214.676.2089